[ad_1]
As the Possible Conference prepares for its second year, it faces the possibility of a second year of decline. After all, his first year in April 2023 drew a solid 2,464 participants and made some headlines, mostly courtesy of Elon Musk and Linda’s He even used his appearance to recruit Mr. Yaccarino to be the CEO of his company X. There were a total of 200 speakers. It was announced in some form last year.
Possible’s second year will be held again in Miami Beach, April 15-17, with 3,000 attendees and an additional 200 attendees, according to Beyond Ordinary Events CEO and co-founder Christian Mouchet. He plans to listen to a lecture by Mr. , this strengthens the possibility.
So what can brands, platforms, and agencies expect from this event that celebrates the convergence of marketing, media, culture, and technology?
Digiday interviewed three speakers representing different sectors of the industry to get their thoughts on what makes Possible different and what they hope to get out of it.
Does Possible’s mix of content offer something that other leading tent poles don’t?
Colleen DeCourcy, CMO and Chief Creative Officer, Snap
At Possible, we invite some of the industry’s most forward-thinking leaders to talk about new ideas that are disrupting the world of marketing. The content feels very concentrated in contrast to other events. …It feels like a place where we can have real conversations and come together as a marketing community, rather than a series of sales pitches.
Megan Ramm, Head of CPG Partnerships, Uber Advertising
When I attended Possible last year…it felt like a vision of the future, with a series of curated and forward-looking sessions, especially on marketing. Throughout the conference, I saw fresh content, great trend spotting, predictions, a great juxtaposition of speakers, and candid unscripted discussions. These are all elements of an impactful few days that resulted in an impressive line-up.
Mathew Smith, Senior Vice President, Data and Analytics, UM Worldwide
If you compare Possible to other industry events, you’ll see a strong focus on brand/brand performance marketing and its potential. Other conferences have focused primarily on technology and performance marketing these days, so brand marketing is starting to lose some of its importance. This is ironic.Because many of the newer martech/adtech [firms] Sigh[ve] This proves that brand and performance need to go hand in hand.
As a speaker, what do you hope to learn, absorb, and gain from engaging with Possible content?
decochy: As a participant: Inspiration… whether it’s going home and still thinking about something someone said, or having an idea that strikes you and bringing it to the table and into a workshop with your team. As a speaker, I hope to share some of my learnings as someone who has been in the industry for a long time and how marketers can think differently about where they spend their advertising dollars.
rum: I feel really energized to be a speaker this year, but I’m equally energized to listen to others. You can’t underestimate how much productivity can be packed into a short amount of time when everyone comes together. I am excited to have a two-way dialogue with so many existing and future partners, as well as new and old colleagues. I’m also looking forward to seeing what ideas and solutions we can come up with together.
Smith: When so many intelligent, forward-thinking people come together at a conference like this, it feels like a glimpse into the future. We hope this content spurs conversations about what’s next for marketing. When it comes to topics, the wide coverage of AI excites me the most. As we all begin to implement AI in some aspects within our businesses, I’m looking forward to seeing how other companies are thinking about and implementing AI and generative AI.
What is the biggest challenge currently facing our industry and what do you think will help overcome this challenge?
Smith: The biggest challenge facing, and continuing to face, the industry is around consumer privacy. The space is fragmented as each state has adopted different laws. These privacy regulations will impact everything from AI to first-party data strategies. As marketers and agencies, we have a responsibility to educate consumers about the data we collect and use for advertising. Unless we collectively are transparent about how we handle data and what we do with it, consumers will continue to be increasingly skeptical of marketing ethics.
decochy:I think we’re at a really critical moment in our industry where social media expectations have completely changed from what they were originally. We are now witnessing the true impact of social media. In fact, we are facing a “friendship recession.” People report having far fewer close friends now than they did in the ’90s. In a world of unlimited “friendships,” the opposite should be true, and this decline in friendship and connection is harmful to many of us and society. The concept is essentially different with Snapchat. People love her Snapchat because she loves her friends and loves talking to them. For marketers to break the social media cycle, it’s important to prioritize value over profit and look to channels that bring people together rather than tear them apart.
rum: There is certainly a lot of discussion and documentation about the elimination of third-party cookies and how this will change the way we advertise. The amount of personalization used in some channels, i.e. ad units and clicks, will continue to be revisited by both marketers and consumers. There will be a renewed emphasis on platforms with unique, high-quality audiences provided by contextual signals, a continued shift towards platforms, services and sites that add value to consumers’ daily lives.
[ad_2]
Source link
